Registering an iPhone app name

If I started developing a game, and came up with a name - say "CoolestGameEver" - at what stage can I assume that the name is going to be "locked".

ie if you got a graphic designer to do cool icons / title screens etc for release, and then you found out that some-one else was using the same name for another WIP app ( assuming of course that the name didn't exist already as a released app on the App Store ).

Is the name locked when you get your 123123132.companyname.coolestgameever development ID for the game?

Thanks for the info - I thought that was the case, but wasn't 100% sure.
I wonder what happens if someone holds a name with a few images and no binary ( ie someone wanting to beat the system, or sit on a name ) - do they have to submit a binary within a certain period of time before the name goes back into the pot?

Thanks for the info - I thought that was the case, but wasn't 100% sure.
I wonder what happens if someone holds a name with a few images and no binary ( ie someone wanting to beat the system, or sit on a name ) - do they have to submit a binary within a certain period of time before the name goes back into the pot?

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As far as I know it stays reserved indefinitely, but I have never done an experiment to find out.